19 Jan 2009 Lesson 4, Assn 2 Case Exercise for “Cuttyhunk Bank” 1. How well does the May 14 (below) letter do its job? What should be the chief message and goals of the May 14 letter? In your view, will the letter achieve those goals? They May 14 th letter is a complete about-face from the April 25 th letter, although it still needs work. For one, there is too much technical jargon that 90% of Cuttyhunk’s customers will not understand. Wilson’s duty is to inform them of the merger and conversion to a state charter, whereas he seems to confuse them, again. As this letter is largely damage control, there should be an apologetic tone regarding the attempts to cover up the finer points in the April 25 letter and the leaked e-mail. The length of the letter is uninviting to any normal customer; a sense of brevity would be far more effective. The letter fails to achieve its goal of saving face, while it does do a better job than the first in explaining the meeting on the 27 th . 2. Identify the main arguments (explicit or implicit) of the May 14 letter.

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